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----------------------C~H::'A~PT_.:..::E~R~I _'M"e"'d"ia"_"and the SoCI<ll \\orld 19
self ... In social interactions. we try to see ourselves as if we were looking in a mirror < >ur
behavior is often affected by what we think others expect from us. Usually. our ,on.al
interactions are not as tension filled as a job interview. but the process still appll~!'l to .t
wide range of our daily interactions.
Furthermore, our daily activities usually take place within the context of larger groups
and institutions. (The job interview mentioned above might take place in the comt·xt of ..
corporation, which in turn, exists in the context of a larger economy, and so on ) Foumly.
friendship circles, school, teams, work, community-these are the collective conu·xt!'l m
which we develop our roles and identities as daughters or sons. friends. studems. athiNt"s.
employees, citizens, and so forth. Each role brings with it a set of expectations about our
actions; being a "good" student, employee, or friend usually involves conforming 1n1hosr
expectations. Sociology teaches us, therefore. that, if you want to understand rwoplc· ..
actions, you must consider the larger social context in which they occur
Understanding the importance of social relations lies at the hean of thinking sociol<>glrally
Sociologists often try to look at the "big picture" to see the interplay between part• of «x 1.11
systems. In considering the mass media. we will emphasize three types of social relauons
• Relationships between institutions-for example. the interactions between the
media industry and the government
• Relationships within an institution, which involve the interaction or individuals
occupying their institutional roles and positions-for example. the relalionstup
between a screenwriter and the head of a motion picture studio
• Relationships between institutions and individuals, who are always pan of largrr
social groups-for example, the use of media products by audiences or readers
Seeing the operation of social relations on different levels is also important 10 recogn11 frl tti I "
ing some of the different roles the media play in our society. One reason why the med1a wO 1 !'Ad
are often controversial is that different groups expect the media to play different--and
often incompatible-roles. For audiences, the media can serve as entertainment and d1\·rr
sion and as sources of information about the world beyond direct experience For media ('nQ. l ·c;
workers, the media industry offers jobs, with resulting income. prestige. and sa11srac11on. (' 1 \
as well as a place for the development of a professional identity. For medla owne11. th• Cw'r011
media are a source of profit and, perhaps, a source of political power. For society aria~.
the media can be a way to transmit information and values (socialization) and can servt> a.s
a check on the abuse of political and economic power. Many of the debates about the
media relate to the relative prominence of each of these divergent roles
Structural Constraint and Human Agency
Sociologists often link discussions of social relations to the concepts of structur(' .md
agency. In this context, structure suggests constraint on human action. and agency md1
cates independent action. Each social relationship noted above is charactenzed by .1 1rn
sian between structure and agency. Because the tension between social struclurf' and
human agency is at the heart of this book, these ideas deserve closer attenuon